Most Google Ads accounts carry quiet leaks that the people running them stopped noticing years ago. A conversion action that fires on every page load. A Performance Max asset group that absorbs 40% of the budget and reports nothing. Broad match keywords expanding into search terms you would never bid on if you saw them in a list. A google ads audit is how you put a number on that leak — and a fix list in front of it.
SEOServiceinIndia runs google ads audit services for businesses in the United States, United Kingdom, Canada, Australia, Singapore and India. Every audit is a 90-point manual review by Google Ads certified specialists, returned as a written report inside 48 hours, with no obligation to switch agencies afterwards. Plenty of our audits are commissioned by advertisers who then brief their existing team with the findings — that is a legitimate outcome and we charge nothing extra for it.
A google ads audit is a documented, point-by-point review of a Google Ads account that answers four questions: where is the budget actually going, which settings are costing you money without you realising it, which of your conversions are real, and what should change first. A ppc audit is the same exercise applied to the wider paid-search picture, including Microsoft Ads where you run them.
In 2026 the stakes are higher than they have ever been. AI Max for Search left beta in September and is now the default on new Search campaigns. Campaigns relying on automatically created assets began auto-upgrading to AI Max the same month, and the Dynamic Search Ads migration follows in February 2027. Performance Max picked up negative keyword support, brand controls, demographic targeting and channel-level reporting — but those controls only help if someone applies them. An account that nobody has audited this year is almost certainly running with settings nobody chose.
There is also a quality dimension. Google’s limited ad serving policy means advertisers with unclear business identity, weak landing pages or persistent negative user feedback can see reduced visibility regardless of budget. A proper google ads account audit now covers trust signals, consent handling and landing page experience alongside structure and bidding — because any one of them can throttle an otherwise well-built account.
A standard ppc audit template written in 2023 is not fit for a 2026 account. The platform has changed too much. These are the four areas we see other audits skip, and where some of the biggest wins hide.
AI Max became the default on new Search campaigns in September 2026, and existing campaigns using automatically created assets began auto-upgrading at the same time. We check which of your campaigns are now running under AI Max, whether the search terms it is matching against are relevant, and whether the brand and competitor controls are configured — most accounts we see have inherited the default settings and never reviewed them.
A dedicated performance max audit checks asset group themes, audience signals, brand exclusions, demographic targeting, placement reporting and the channel-level breakdown that Google now exposes. The scorecard calls out budget concentration, insights-page gaps, and whether PMax is cannibalising Search terms the account could have won more cheaply.
For UK, EEA and Switzerland traffic, Consent Mode v2 is a requirement — and modelled conversions change what your reports show. We check implementation, modelled vs observed conversion split, and the downstream effect on bid decisions. A broken Consent Mode setup silently distorts every bidding signal the account produces.
Google’s limited ad serving policy restricts visibility for advertisers with unclear business identity, weak landing pages or persistent negative user feedback. Our audit sweeps business identity completeness, landing page quality signals and known policy flags — because a limited-serving flag is both a visibility problem and an early warning of larger account issues.
Every google ads audit we deliver works through the same 90-point scorecard, organised into six pillars. The scorecard is documented so the audit is reproducible — a second auditor working the same account should reach the same findings.
Campaign themes with enough conversion volume to bid on, ad group tightness, location and language targeting, bid adjustments, network settings, URL options, and the inherited settings that quietly drift when nobody is watching. Structure decides how fast Smart Bidding learns, so this pillar disproportionately determines results in month two and three.
Match type mix, negative keyword coverage at account and campaign level, search-term report cleanup, close variant leakage, and the long-tail queries that are quietly consuming budget. For every broad-match campaign we score the ratio of productive search terms to noise, and flag the specific exclusions that should be added this week.
Target CPA and Target ROAS calibration against actual margin, Max Conversions vs Max Conversion Value fit, portfolio bid strategy usage, seasonality adjustments, and whether the account has the conversion volume Smart Bidding actually needs to learn. A badly calibrated bid strategy is one of the most expensive mistakes we see in inherited accounts.
GA4 configuration, Enhanced Conversions status, Consent Mode v2 implementation, offline conversion imports from the CRM, deduplication across tags, and conversion value rules where margins differ by product or lead type. Smart Bidding can only optimise toward the signal you give it — if the signal is wrong, the whole account is optimising toward the wrong outcome.
Responsive search ad asset strength, asset group composition in Performance Max, image and video asset mix, final URL to landing page relevance, mobile load time against Google’s own thresholds, and the trust signals that influence the limited ad serving policy. We score creative at the ad level and at the aggregate account level.
For ecommerce accounts, product feed completeness, GTIN and attribute accuracy, disapproval and warning sweep, product title optimisation, custom labels for margin-aware bidding, and the feed-to-landing-page consistency checks that Google runs behind the scenes. A poor feed caps every Shopping and Performance Max result the account can produce.
From the moment you grant manager-level access, your written audit lands in 48 hours. The process is the same for every account.
You grant read-only MCC access. We confirm scope, campaign types, markets and the conversion actions in play, and set the baseline against which the audit will be scored.
Current CPA, ROAS, conversion rate, impression share and search impression share pulled per campaign, device and market. These numbers are what every finding in the final report is measured against.
Pillar 1 of the scorecard worked through manually, campaign by campaign. Inherited settings, geo and language targeting, bid adjustments, URL options and network settings all scored.
Match types, negative keyword coverage, search-term report deep-dive, bidding strategy fit and the long-tail cleanup list — the pillars that recover wasted spend fastest.
GA4, Enhanced Conversions, Consent Mode v2, offline conversion imports, deduplication and conversion value rules. Nothing is marked optimised until the measurement is trustworthy.
RSA strength, PMax asset groups, image and video assets, final URL to landing page match, mobile load time and limited-ad-serving risk flags.
A written report delivered as a shareable document, scored by pillar, with a prioritised fix list ranked by expected recovery against effort. The three highest-impact fixes are flagged separately so you can act on them this week.
Auction density, click costs and consent regimes differ by country, and a single scorecard applied without that context will miss real problems. We adjust benchmarks by market before we score any account.
Highest click costs we work in and the strictest compliance expectations in regulated verticals. Structure and negative keyword discipline score the hardest.
Consent Mode v2 implementation is a dedicated line in every UK audit — modelled conversions change what your reports show, so measurement correctness decides whether anything else is worth optimising.
Bilingual English and French ad copy and landing pages, provincial geo-targeting, and the Canadian anti-spam compliance signals that affect remarketing audiences.
Thinner auctions in many niches, where tight geo-targeting, ad scheduling and lower daily budgets outperform aggressive nationwide bidding — the audit calls out where that shift is overdue.
A compact high-intent market with multi-language search behaviour and PDPA considerations in how audience data is handled.
High volume, price-sensitive auctions where vernacular queries, call extensions and lead quality filtering do more for cost per qualified lead than raw click growth. Our google ads audit services india teams deliver from Delhi with Hindi and English copy review built into the scorecard.
Multi-country accounts are audited against market-specific benchmarks and reported in one consolidated document, so you can compare account health across regions without three separate auditors telling three different stories.
Alongside the full 90-point google ads account audit, we run four specialised audit modules that go deeper into a single area. These can be commissioned on their own or added to the main audit.
A deep review of PMax asset group structure, audience signals, brand exclusions, demographic controls and the channel-level reporting Google now exposes. Returns a documented plan for opening up the PMax black box.
Feed completeness, GTIN accuracy, disapproval sweep, title optimisation, custom labels for margin-aware bidding, and the feed-to-landing-page consistency checks. The audit most ecommerce accounts should run before any new campaign build.
GA4, Enhanced Conversions, Consent Mode v2, offline conversion imports, deduplication and conversion value rules. The audit that tells you whether every other number in your account is trustworthy.
A focused review of which Search campaigns are now running under AI Max, which search terms it is matching against, whether brand and competitor controls are configured, and whether the shift has drifted your CPA. Specific to the 2026 rollout.
If any of these describe your account, a google ads audit is overdue:
CPA has been drifting upward for three months and nobody can explain why.
You suspect your agency isn’t performing but want an independent read before switching.
You just took the account in-house and need a baseline you can trust.
Performance Max absorbs most of your budget but you have no view into where it goes.
Shopping conversions dropped and you don’t know whether it’s feed, bidding or tracking.
You received a limited ad serving warning and the agency can’t explain the cause.
AI Max auto-upgraded your Search campaigns and you haven’t reviewed the result.
You’re about to brief a new agency and want them to see the account honestly, not optimistically.
We quote audits on a flat fee, scoped to the number of markets, campaign types and product feeds in the account — never on a percentage of your spend. Ad spend is paid by you, directly to Google, on your own billing profile.
Single market, up to three campaigns, Search plus remarketing. Full 90-point scorecard, written report and top-three-fixes call. Built for accounts proving the channel before committing heavier budget.
Up to three markets, Search plus Performance Max plus Shopping. Includes a dedicated Performance Max audit module and feed health check. The tier most scaling ecommerce and lead-gen accounts sit in.
All six markets, unlimited campaign count, full-funnel coverage including Demand Gen, measurement audit module, offline conversion data review and a strategist-led playback call.
Every audit is a one-off engagement with no commitment attached. If you decide to brief your existing team with the findings, that is a legitimate outcome and we welcome it.
Our team has audited live Google Ads budgets across six markets, both sides of the funnel — long-cycle B2B lead generation and high-volume ecommerce catalogues. That range matters because the common mistakes differ: an ecommerce account bleeds through feed and bidding problems, a lead-gen account through conversion definitions that count the wrong thing.
Audits are run by Google Ads certified specialists who work in these accounts daily — not by a generalist juggling six disciplines. When Google ships a change, the scorecard is updated the same quarter, which is how we caught the AI Max auto-upgrade and the Performance Max control additions before most audit templates in circulation did.
SEOServiceinIndia is part of MysticDigi Pvt. Ltd., a full-service digital marketing company serving clients in India, Singapore, the UAE, the United Kingdom and the United States. Paid media sits alongside our SEO, content and web development teams — which means a tracking fix or landing page issue surfaced by the audit can be delivered inside the same house if you want it, not escalated into someone else’s queue.
You own the Google Ads account, the Merchant Center, the GA4 property and all the data inside them. We work through manager-level read access during the audit, quote a flat fee with no markup on spend, and operate with no commitment attached. If we cannot see a credible path to improving your cost per acquisition, we will say so in the report rather than after you have signed anything.
Grant us read-only manager access and we will return a written audit inside 48 hours: where the budget is leaking, which settings changed without your approval, what your realistic cost per acquisition should be, and the three fixes we would make first. There is no obligation attached and plenty of businesses use the audit to brief their existing team rather than switch agencies.
Request My Free AuditOur introductory google ads audit is free — a 90-point scorecard and written report delivered in 48 hours against read-only access. Deeper audit modules (Performance Max audit, Shopping & Merchant Center audit, conversion tracking audit, AI Max audit) are quoted on a flat fee scoped to account size, never as a percentage of your ad spend.
A full 90-point audit lands in 48 hours from the moment you grant manager-level access. Specialised modules — a dedicated Performance Max audit or Shopping feed audit — turn around in two to three business days each when commissioned on their own.
Account structure and settings, keyword and search-term governance, bidding strategy fit, conversion tracking and measurement, creative and landing page quality, and Shopping or Merchant Center feed health. Each of the six pillars is scored, with a prioritised fix list ranked by expected recovery against effort.
Manually, against a documented 90-point scorecard, run by a Google Ads certified specialist. The audit is reproducible — a second auditor working the same account should reach the same findings. We pull benchmarks per campaign, device and market before scoring, so every number in the report is measured against the account’s own baseline.
Our Performance Max audit module checks asset group structure, audience signals, brand exclusions, demographic targeting, placement reporting and the channel-level breakdown Google now exposes. The output is a documented plan for opening the PMax black box — not a dashboard screenshot.
If the account has been running on the same settings for more than six months, almost always. Most accounts we audit carry 15-30% recoverable waste in search terms, bidding mis-calibration and conversion signal errors. The free audit is designed so you can see the number before committing to any work.
A full audit every six months for a stable account, every quarter for an account under active scale, and immediately after any major platform shift (AI Max rollout, Performance Max control additions, Consent Mode v2 enforcement) or any suspicious drift in CPA or ROAS.
The core audit is manual and uses the Google Ads interface, GA4, Merchant Center and your CRM where relevant. We layer on Google Ads Editor for structural analysis, Google Ads Scripts for anomaly detection, and the 90-point scorecard itself for consistent scoring across accounts.
Yes — our introductory audit is free and returned as a written report in 48 hours. There is no obligation to switch agencies afterwards, and we are happy for you to brief your existing team with the findings.
Four things: a documented scorecard rather than a free-text opinion, benchmarks drawn from your own account rather than generic industry averages, a prioritised fix list ranked by expected recovery against effort, and a clear separation of findings from recommendations so you can judge the auditor’s reasoning.
Request your free google ads audit today and get a 90-point scorecard with a prioritised fix list inside 48 hours.
Speak with our SEO Company Experts
Give us a Ring, e-Mail, WhatsApp, or Skype.